In the Media

I asked top marketers to report how much they expected their companies to outsource marketing in the next 12 months. This percentage has grown over time as shown in Figure 1. In fact the last

The August 2011 CMO Survey reported that companies are increasing spend on social media (from current levels of 7.1 percent of marketing budget to 10.1 percent over the next year and to 17.5 percent in

Disintermediation refers to companies going directly to customers with products and services. No channel partners are used to move offerings or to manage interactions with customers. The CMO Survey has asked managers to report whether

As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing

Studying organizations over the years, I have found that new marketing leaders often join companies that have only the beginnings of a marketing function. Facing such a situation, how do you invent a marketing function?